Magazine article ADWEEK

Boston Homecoming for Veteran Creative: McCarthy Mambro Bertino Adds Cronin as Partner, Co-CD to Compete against Bigger Players in Market

Magazine article ADWEEK

Boston Homecoming for Veteran Creative: McCarthy Mambro Bertino Adds Cronin as Partner, Co-CD to Compete against Bigger Players in Market

Article excerpt

BOSTON Jerry Cronin, whose resume lists work on Nike and ESPN campaigns for Wieden + Kennedy and a stint running Omnicom's BaylessCronin in Atlanta, has joined independent McCarthy Mambro Bertino here as partner and co-cd.

"We're at a point where we've attracted some great national brands and to get to the next level of our development we need to create some defining campaigns," said Fred Bertino, president of the 4-year-old shop.

Cronin, 47, had most recently been freelancing on Delta Air Lines at indie Brighthouse in Atlanta. He left BaylessCronin--which recruited him in 2000--in May 2003, seven months before the agency closed amid management turmoil and client losses. He's been talking to Bertino, who be worked with at Hill, Holliday, Connors, Cosmopulos 20 years ago, for the past year and started work at MMB last week.

With the hire, MMB is attempting to build its creative reputation and ability to compete against larger agencies in the market like Havas' Arnold and IPG's Hill, Holliday. …

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